Designers & Friends

When the Danish fashion shop and customer club Designers & Friends needed to supplement the customer club's sales products with more new seasonal products for different genders and age groups, major adjustments were needed: A completely new architecture was required, one which would ensure that the bazaar of extra reduced products became a permanent part of the web solution. 

Together, Novicell and Designers & Friends built a new website with an attractive design and a new conversion-optimised online shop. Novicell built the new website as an Umbraco web solution with an integrated uCommerce shop.

New web solution supports business model

The choice of platform fell on the flexible open source solution, enabling Designers & Friends to make the majority of changes on the site. It was also important for the new shop solution to be scaleable and to contain different language versions, so that the company could launch internationally in the long-term.

Features of the new web solution include:

• Signs of trust (e-trademark, trustpilot, facebook likes)
• Lazy load of product pages, where the most important elements download first to increase the speed of the shop
• Post Danmark-integration
• Responsive design
• A much faster load time - essential for search engine displays, user-friendliness and conversion frequency.

Behaviour data from marketing strengthens development process

The online marketing collaboration began three months before the new website launch. Analysing traffic data and user behaviour was key to structuring the site's content and developing new features based on data. It's also a method Novicell recommends to all of its customers.